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Sebastian Siccita
The complexities, considerations, and benefits on implementing automation whilst operating BAU
Embracing the benefits of automation is becoming almost essential in supply chain management. Sebastian Siccita, Group General Manager – Logistics at HAA, will share his insights through their recent journey in moving their operational Melbourne DC to a world-leading facility.
Sebastian will not only outline the key features and facilities at their newly upgraded site but also outline Hanes’ objectives in moving to a more automated solution, the considerations they had when choosing to adopt cutting-edge technology, how HAA determined the best solution for their business and the future and have adopted automation and integrated it into their operation.
Key Learnings
1. Understand the role automation plays within the supply chain
2. Importance of customer
3. Key considerations when determining automation
About Sebastian:
Sebastian Siccita is a senior global logistics and supply chain leader with over three decades of experience, including extensive work in the fast-moving consumer goods (FMCG) sector.
His career is marked by a strong focus on operational excellence, network optimization, and the integration of automation technologies within high-volume distribution centres.
As Group General Manager – Logistics at HAA, Sebastian has overseen strategic supply chain transformations that have delivered measurable cost efficiencies, enhanced service delivery, and increased overall agility across complex networks.
Known for his deep operational insight and ability to translate strategy into execution, Sebastian brings a unique perspective on aligning logistics with broader business goals in rapidly changing markets. His background in FMCG has shaped a sharp focus on speed, flexibility, and customer-centricity—key pillars of modern supply chain performance.
Sebastian has played a key role in the evaluation and implementation of automation solutions within high-volume distribution centres—driving greater efficiency, accuracy, and scalability. His hands-on experience navigating both the strategic and operational challenges of automation brings valuable, real-world insight to today’s rapidly evolving intralogistics landscape.
A trusted leader and collaborative change agent, Sebastian is passionate about developing high-performing teams, driving continuous improvement, and leveraging technology to enable smarter, faster decisions.
